Starbucks announced the end of its Odyssey Beta program on March 31. The program allowed customers to earn and buy digital collectible stamps in the form of non-functional tokens (NFTs). The Odyssey trading platform, where users could trade their digital stamps, will also be shut down, as will the community’s Discord server.

Starbucks did not provide a reason for the program’s termination, but said it is “preparing for what’s next” as it continues to “evolve the program.” However, users will still be able to buy, sell and trade stamps on the Nifty Gateway marketplace.

According to the website, Starbucks said: “We look forward to seeing what’s next and are grateful for your continued participation and feedback. We are grateful to have had the opportunity to test different ways to drive community and loyalty at Starbucks, and we look forward to bringing this knowledge to a wider audience.”

Starbucks launched Odyssey Beta in September 2022, during a challenging period for the cryptocurrency industry. The program was built on the Polygon network, which uses a more energy-efficient “proof-of-stake” consensus mechanism compared to proof-of-work blockchains.

Starbucks’ decision to end the NFT program follows similar moves by other major companies. In January, GameStop announced it was shutting down its NFT trading platform after a series of layoffs in cryptocurrency services. Meta also shut down its NFT features on Facebook and Instagram in 2022.